Do founders need to be influencers in order to succeed? Personal branding vs. Being unknown

I recently came across a post by the founder of Chatbase, who described the situation: "If you want to make your business visible, you have to be a popular founder."

It's true that many companies have now taken off thanks to the cult of the founder (Jenni AI – David Park, Cluely – Chungin "Roy" Lee etc.).

• Is it possible to build a company brand now without having to be an internet celebrity?

• What would you start building first? A personal brand and then a company brand, or would you do without a personal brand?